compete, drew fortin
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Your free version is great! Why should I pay you?How we used marketing to increase conversions of free account holders by 30%
Presented By:
Drew Fortin
Senior Manager, Internet Marketing
@fortin
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About Compete
• Fastest-growing digital measurement company in the US
• World-class advertiser, agency and media clients use Compete to increase marketing effectiveness
CONSUMERS
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Compete PRO Business Unit
• 100%+ YoY revenue growth since 2007
• Profitable within 12 months
• 1,000+ subscribers
• Utilizes Agile product and development philosophy
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Compete PRO SaaS Platform
• Free Account Creation
• Monthly subscriptions that automatically renew
• Levels based on access to tools and # of reports pulled
• Enterprise level offering for organizations with 1+ users and industry report access
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210,000Free Accounts
4,000+Monthly Sign-Ups
<1% Free to PRO Conversion
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0 100,000
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160,000
180,000
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Free Accounts July ‘08 – Jul ‘10
Freemium(July 2010)
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The Opportunity
“Your free version is great!Why should I pay you?”
to
“Your free version is great, but Compete PRO is da’ bomb!”
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The Challenge
Increase conversion without making product enhancements
Our Approach
Raise brand engagement through marketing communication
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The Mission: engage free account holders by
1. Re-design and unify publications
2. Provide expert educational content
on digital marketing
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Branded Publications
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Expert Educational Content
• Monthly webinars
• Co-branded/created content and marketing assets
• Marketed through all channels
• 1,500 registrants/600 attendees
• Leads shared between parties
• 5,000 additional leads to file
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225,000Free Accounts
4,000+Monthly Free Sign-Ups
1.25%+ Free to PRO Conversion
Jul-0
8
Sep-0
8
Nov-0
8
Jan-
09
Mar
-09
May
-09
Jul-0
9
Sep-0
9
Nov-0
9
Jan-
10
Mar
-10
May
-10
Jul-1
0
Sep-1
0
Nov-1
0 100,000
120,000
140,000
160,000
180,000
200,000
220,000
240,000
Free Accounts July ‘08 – Nov ‘10
Freemium(Today)
30%+ growth
in conversion!
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Summary
1. Product enhancements are one of many solutions to increasing conversion
Thank You!
Drew Fortin - Senior Manager, Internet Marketing at Compete
[email protected] 617-933-5663 @fortin
www.compete.com - blog.compete.com - @compete
2. Marketing strategy is critical to creating and managing revenues